Smart companies have jumped on the DeLorean time-travelling car, creating a host of clever tie-ins to capitalize on the buzz. Pepsi is offering Pepsi Perfect from the movie for real online. Toyota will launch hydrogen fuel-cell technology related (kinda) to what’s under the hood in Doc’s time machine. Lexus has already showcased an honest-to-goodness Hoverboard, and Nike has even promised to release self-tying laces.

Together, these companies have created a social-media feeding frenzy around a randomly-chosen date from a sequel that garnered lukewarm reviews and revenue, released 26 years ago. It’s sheer marketing genius, and will reflect well on the brands involved for months to come. This proves product placement can pay off today and tomorrow; how will your brand take advantage?